Comparative Analysis of Retail Banking Promotional Measures- A study of customer perception towards promotional strategies adopted by Indian Commercial Banks
作者: Rajesh Shankar SharmaN S Bhalla
刊名: Scholedge International Journal of Management & Development ISSN 2394-3378, 2017, Vol.3 (11), pp.185-193
来源数据库: Scholedge Publishing Inc.
原始语种摘要: In today’s competitive financial world, each financial institution is trying hard to get the maximum share in terms of profit, sales and customers. A customer may be salaried or self employed. Irrespective of the profession, he/she requires banking services like a requirement of loan, services of foreign exchange, safe deposit of money etc. In order to meet and exceed customer’s expectations, Indian banks offer customized banking products. Bank main objective is to get new customer and to retain the existing one. In order to attract new customers, banks are adopting various promotional measures like sales promotion, advertising, personal selling and publicity. Which promotional measure is the most striking one and is liked by customers, poses a big question mark? In order to study the...
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关键词翻译
关键词翻译
  • promotional 促进
  • customer 用户
  • towards 朝向
  • banking 筑堤
  • preference 优选
  • expectations 期待的事物
  • advertising 广告
  • financial 财政的
  • Analysis 分析
  • money 金钱